Users are the most critical strategic resource of any online social networking service (SNS).
This paper offers strategic recommendations for SNS providers based on an empirical study
exploring why users switch from a primary SNS to others. We first identify important characteristics
that combine to distinguish SNSs from conventional information systems, then
develop a ‘‘cyber migration’’ research model that includes push, pull and mooring factors
which influence user intention to switch from one SNS to another. Findings from a field
survey of 180 users reveal four significant factors that promote switching: dissatisfaction
with socialization support, dissatisfaction with entertainment value, continuity cost, and
peer influence. Strategies grounded in these factors are suggested for SNS providers to better
attract and retain users.